HVAC Marketing Fundamentals — How to Get More Calls Consistently (Without Wasting Money)


1) Welcome + What You’ll Learn (3–5 min)

  • Welcome + host introduction
  • Who this webinar is for:
  • HVAC owners, GMs, office managers, and marketers
  • What attendees will walk away with:
  • A clear marketing system (not random tactics)
  • What to focus on first for fast ROI
  • How to track results and avoid waste

 

2) The “HVAC Marketing Game” in 2026 (Context + Reality Check) (5–7 min)

  • Why marketing has changed:
  • More competition
  • Higher ad costs
  • Customers shop differently now
  • The modern HVAC customer journey:
  • Problem → Search → Compare → Trust → Call/Book
  • Key takeaway:
  • HVAC marketing is about trust + speed + visibility

 

3) The Core HVAC Marketing Framework (10–12 min)

Introduce a simple system:

The 4 Pillars of HVAC Marketing

  1. Visibility (can people find you?)
  2. Trust (do they believe you?)
  3. Conversion (do they take action?)
  4. Retention (do they come back + refer?)

This becomes the foundation for everything else in the webinar.

 

4) Your Website: The Hub of All HVAC Marketing (10–15 min)

What a high-performing HVAC website must do

  • Load fast (mobile-first)
  • Make it easy to contact you immediately
  • Make trust obvious (reviews, photos, badges, guarantees)
  • Convert visitors into calls and booked jobs

Must-have HVAC website pages

  • Homepage (designed for calls, not “pretty”)
  • Service pages (AC repair, heating repair, install, ductless, IAQ, etc.)
  • Location pages (if applicable)
  • Reviews/testimonials page
  • Financing page
  • About/team page (trust builder)

Conversion essentials (non-negotiables)

  • Sticky call button (mobile)
  • Clear service area + hours
  • Booking form / request service form
  • “Above the fold” offer/value statement
  • Tracking: call tracking + form tracking

 

5) Local SEO: The Most Reliable Lead Source Long-Term (12–15 min)

What SEO actually means for HVAC

  • Google Maps (local pack)
  • Organic results (regular listings)
  • “Near me” searches

Google Business Profile fundamentals

  • Correct categories
  • Services added
  • Photos updated
  • Posts
  • Q&A
  • Reviews velocity

SEO basics HVAC companies must understand

  • Service pages drive rankings
  • Reviews impact visibility
  • Content matters, but only when structured correctly
  • Citations + consistency (NAP)

 

6) Paid Ads: How to Buy Leads Without Getting Burned (12–15 min)

What paid marketing should do

  • Fill the gap when SEO isn’t enough yet
  • Target high-intent searches

The main HVAC paid channels

  • Google Search Ads (highest intent)
  • Local Services Ads (if available)
  • Retargeting (optional)
  • Facebook ads (usually best for branding, hiring, promos)

HVAC paid ads fundamentals

  • Don’t send ad traffic to the homepage
  • Use service-specific landing pages
  • Budget expectations by season
  • The “3 things” that decide success:
  1. Targeting/keywords
  2. Landing page conversion
  3. Follow-up speed

 

7) Reputation & Reviews: The “Invisible Sales Team” (10–12 min)

Why reviews are everything in HVAC

  • People don’t choose the cheapest — they choose the safest option
  • Reviews influence:
  • Google rankings
  • Click-through rate
  • Close rate

Review system fundamentals

  • Ask every job
  • Ask at the right moment
  • Automate follow-up
  • Respond to all reviews (even negative)

 

8) Follow-Up Systems: The #1 Leak in HVAC Marketing (10–12 min)

This section is gold because most contractors don’t think about it.

Where leads go to die

  • Missed calls
  • Slow callbacks
  • No texting
  • No booking options
  • No after-hours plan

Minimum follow-up standards

  • Answer rate goal: 90%+
  • Speed to lead: under 5 minutes
  • Always text missed calls
  • Automated booking reminders

 

9) Tracking & ROI: Know What’s Working (8–10 min)

HVAC marketing metrics that matter

  • Calls
  • Booked appointments
  • Cost per booked job
  • Close rate
  • Average ticket
  • Membership conversions

What NOT to obsess over

  • Impressions
  • Likes
  • “Website visits” without conversion tracking

Simple HVAC marketing scorecard (weekly)

  • Leads
  • Booked
  • Sold
  • Revenue from marketing

 

10) Putting It Together: The 90-Day HVAC Marketing Plan (8–10 min)

Give them a simple roadmap.

Weeks 1–2: Foundation

  • Fix website conversion
  • Setup tracking
  • GBP optimization

Weeks 3–6: Lead Growth

  • Launch/optimize Google Ads
  • Create/upgrade service pages
  • Start review engine

Weeks 7–12: Scale + Dominate

  • Add content + locations
  • Improve close rate
  • Add retargeting + seasonal campaigns

 

11) Common HVAC Marketing Mistakes (5–7 min)

  • Running ads with no tracking
  • Not having service pages
  • Paying for SEO without reporting
  • No review system
  • Treating marketing like a one-time project
  • Not answering calls / weak follow-up

 

12) Q&A (10–15 min)


13) Announcement of Next Webinar "Your HVAC Website as a Lead Engine — How It Turns Traffic Into Calls (and Why Speed Matters)" and date of Webinar with registration link


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